Maybe it's just me, but there's something about the smell of fresh laundry that I love. Therefore, on a stroll down the laundry aisle, I was surprised to see that Bounce fabric softener has been redesigned. Recently, I posted an article on the subtle sophistication that is appearing in consumer packaging. Here is yet another example, and it looks like P&G is really leading the way. Gone are the harsh letter forms, heavy outlines, and gradient rays. Now we have a friendly logo, happy circles, and inviting imagery. While we've seen a lot of these techniques before, I think the overall appeal has been nicely improved.
Update: The design was created by HyperQUAKE.